Google Places Set to Transform SEO and SERP's

Google has rolled out its new look Search Engine Results Page with a big emphasis on 'local search'  The change began on Wednesday 27th October 2010 where Google users would have seen a change in the way results are displayed. 

Google has rolled out its new look Search Engine Results Page with a big emphasis on 'local search'  The change began on Wednesday 27th October 2010 where Google users would have seen a change in the way results are displayed. 

Google has been gearing itself up for this change for some time and it has been widely thought in the SEO community that Google is looking to focus on local search criteria, although not many saw this drastic change coming so soon or so abruptly.  Many web based companies will be reviewing their SEO strategy as the new display would potentially throw up some big hurdles.

The bulk of the results seem to show Google Places entries (formerly Local Listings), where the search term included a specific place.  Google has reported that up to 20% of all searches include a specific location or destination.  A new map 'floats' on the page as you scroll which will leave many Adsense customers upset as their sponsored listings are masked by the map.  There really is now a real emphasis on local business, which on the whole is a good thing, however will not suit all searches.

It's no secret that Safari Consulting work with Rhino Car Hire and have been developing and implementing a successful SEO strategy, however the recent changes will see us reviewing our plans over the coming weeks and months.  Take this as an example - Car Hire Bristol - shows a host of Google Places with suppliers and agents with physical depots in Bristol, however Rhinocarhire.com is not listed in the Google places, but shows well in the organic results.  Where this would previously have seen Rhinocarhire.com rank near the top of the page for the  Car Hire Bristol search term, the listing is now nearer the bottom (although still top of the organic search).

Not all destinations are so drastic as the above example and it seems that at present primarily US and UK searches show the full Google Places information including addresses, telephone numbers and a thumbnail of the business frontage or logo.   By contrast, a search for Car Hire Milan shows a condensed version of the Goole Places with still 10 positions available for organic search results.  Time will tell on the impact of these changes and we will be monitoring traffic closely, with the biggest change in organic SEO in the SERP's for some time, Google really have got a lot of people head scratching.